haku: @indexterm POSITIONING / yhteensä: 214
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| Tekijä: | Blankson, C. Kalafatis, S.P. |
| Otsikko: | The development and validation of a scale measuring consumer / Customer-derived generic typology of positioning strategies |
| Lehti: | Journal of Marketing Management
2004 : FEB, VOL. 20:1-2, p. 5-43 |
| Asiasana: | Marketing Positioning Strategy Measurement Customers Consumers United Kingdom |
| Kieli: | eng |
| Tiivistelmä: | Inspite of the fact that positioning (hereafter as: pos.) is considered by both academics and practitioners as one of the key elements of modern marketing management, it is surprising to uncover a general paucity of consumer/customer-derived typologies (here as: c/c der.typ.) of pos. strategies (here as: pos.strat). This paper presents the results of an empirical study developing and validating a scale measuring c/c der.typ. pos. strat. Eight distinct pos. factors/strat. emerged that were named (a) top of the range, (b) service, (c) value for money, (d) reliability, (e) attractiveness, (f) country of origin, (g) the brand name, and (h) selectivity. The reliability and validity of the scale was assessed using exploratory and confirmatory factor analyses. The scale has potential to serve as an instrument for the operationalization of pos. strat. and given that no additional items are needed, it is simple to use. |
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